Luxury fashion brand JADE by Monica & Karishma, celebrated globally for its contemporary interpretation of Indian craft traditions now has a new outpost in Delhi. The label by Monica Shah and Karishma Swali opens a massive 10,000 sq. ft. flagship store at Ambawatta One in New Delhi. The stunning new space reflects the brand’s trademark fusion of Mumbai’s artistic spirit with JADE’s refined craftsmanship.
Built upon the four-decade legacy of Chanakya International, the new store launch brings together every dimension of the brand’s universe: Couture, Menswear, Eveningwear, and its acclaimed Grassroot Artisans Project. The store also houses a dedicated Saree Salon featuring Chantilly, tissue, and handwoven drapes, alongside bespoke zones where visitors can co-create custom looks.
A Peak Into Bombay Chic
The new store is designed as a physical embodiment of JADE’s signature design philosophy which rests on the Bombay Chic aesthetic. It’s a style born from Mumbai’s diverse mix of cultures, crafts, textiles, and people. It celebrates relaxed yet luxurious silhouettes crafted in natural fibres, blending memory with modernity. “Bombay Chic is a way of seeing, creating, and belonging. Born of Mumbai, the city of our birth, it celebrates the beauty that emerges when contrasts co-exist such as when craft meets culture, and the handmade finds harmony with the modern. It’s not about nostalgia; it’s about ongoing evolution while staying rooted to culture,” says Monica Shah.
The Bombay Chic aesthetic is translated into the store interiors with coral and burgundy colour palettes, brass-and-wood detailing, and sculptural textural murals. Together, they harmoniously mirror Mumbai’s duality: bold yet tender, grounded yet forward-looking. Circular motifs recur throughout the store interiors, symbolising continuity, kinship, and the seamless interplay between craftsmanship and innovation.
One of the store’s most striking elements is the ‘Wings of Hope’ installation. Inspired by the calm strength of Bombay Deco architecture, the wings represent resilience and rebirth. The richly layered installation is adorned with three traditional techniques; Kasab interlacing, Raffia weaving, and Moti Bharat beadwork for a captivating display. Further, the installation crafted in antique gold, muted silver, and soft raffia encapsulates the emotional essence of JADE: rooted, serene, and radiant.
The Grassroot Artisans Project
The Delhi flagship also introduces The Angel, the new House Motif for the Grassroot Artisans Project. The project is committed to preserving India’s craft ecosystems through contemporary reinterpretations of Soof, Batik, Ajrakh, Ikat, Kanjivaram, Pattu, and more. The Angel motif at the store pays homage to India’s craft communities. Draped in a sari, holding a garland mid-flight, she signifies grace, strength, and the creative spirit that guides the project. “She reminds me of the artisans I work with — quiet, dedicated, and powerful in their grace. Her wings carry their stories forward,” says Monica Shah.
Founded in 2008 by Monica Shah and Karishma Swali, JADE is known for its contemporary approach to Indian craftsmanship. Uniting couture, ready-to-wear, and the Grassroot Artisans Project, JADE’s design ethos is deeply influenced by Mumbai’s cosmopolitan energy resulting in collections that are tactile, layered, and evergreen.
